In 2018, dentsu embarked on one of the more ambitious research projects in advertising: creating an attention-based value system with their Attention Economy project. In an industry where ad planning is typically based around reach, frequency and viewability, says Joanne Leong, dentsu's Vice President of Global Media Partnerships, attention is the real goal -- all other metrics are simply proxies for audience attention. As such, attention deserves to be quantified and used as a measurement for campaign success.
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